Yves Saint Laurent Beauté has decided to leverage an innovative new communication channel: RCS, by leveraging the Black Friday period when Christmas shopping traditionally begins. With the Gift Finder, the aim is to offer consumers a high-end conversational experience.
What is RCS?
RCS (Rich Communication System) is a messaging protocol supported by Google via its Android operating system: in France, we can reach more than half of all individuals via RCS. This new rich media format offers a truly conversational experience. The enhanced experience combining text, images and action buttons enables brands to differentiate themselves and achieve particularly high levels of openness, responsiveness and conversion.
It’s a native format that appears directly on the phone, like an SMS, with great potential: in September 2022, 22 million users were RCS-compatible in France, with a forecast of 24 million by the end of 2022.
What’s in it for Yves Saint Laurent Beauté?
The objective? To help recipients discover the YSL Beauté products best suited to their profile or the profile of their loved ones, by answering two questions. At the end of the conversation, a carousel is displayed with 4 personalized product proposals based on each person’s answers.
